Salesforce offered $47.50 a share for Braze. Before the news, Braze closed at $30.04.
Salesforce announced the all-cash deal for Braze, a marketing software company, on Tuesday.
It puts Braze's enterprise value at about $5.66 billion. CNBC reported that Braze shares jumped more than 51% to $45.57. That was still below the offer.
Salesforce expects Braze to strengthen personalised messaging across channels in Marketing Cloud, its own marketing product. It did not say what happens to the Marketing Cloud tools that do the same jobs as Braze.
For Marketing Cloud customers planning campaign work, that is the open question. The deal is expected to close in Salesforce's fiscal year 2028, which starts in February 2027. It needs Braze shareholder and regulatory approval, among other conditions.
Braze serves about 2,770 customers, including Canva, Instacart and Venmo, Salesforce said.
CNBC noted the deal comes months after Salesforce agreed to buy Fin, a customer service company that uses AI, for about $3.6 billion. The Stack wrote that CEO Marc Benioff is "getting back to his roots" on acquisitions.
Sources
Our file on Salesforce
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- 18 Oct
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- 16 Oct
Tottenham Hotspur put Salesforce's AI on fan questions. The AI resolves 20% alone.
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